Summary of @MichelleObama

An Exclusive Look at How the First Lady Mastered Social Media

The Verge,

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@MichelleObama summary
Michelle Obama has masterfully used social media to bridge the divide between the White House and the public.


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In this candid profile, The Verge’s Kwame Opam charts the social media successes of US first lady Michelle Obama – beloved for her wit, authenticity, and dedication to health and education initiatives. Citing viral campaigns that combined politics with popular culture, Opam pulls back the curtain on the digital strategy team responsible for crafting Obama’s online persona. He shows you a woman who believes in the power of conversation and asks whether talk is enough to generate meaningful change. getAbstract recommends this behind-the-scenes profile to brand managers, entrepreneurs, and anyone looking to strengthen his or her own social media presence.

In this summary, you will learn

  • How US first lady Michelle Obama’s tenure coincided with the rise of social media
  • Which digital media strategies Obama and her communications team employ to reach young audiences, and
  • How they utilize social media  in furthering Obama’s program initiatives.


In the fall of 2014, rappers Lil Jon and DJ Snake’s triple-platinum single “Turn Down for What” received a boost of presidential proportions. Famed Barack Obama impersonator Iman “Alphacat” Crosson asked Michelle Obama, “How many calories do you burn when you turn up?” Her reply was a charming, seconds-long Vine video clip of herself dancing with a turnip, asking, “Turnip –  for what?” Her riff on “Turn Down for What” drew more than six million views and accolades from all corners of the social media sphere. Obama’s Vine sensation is just one example of how the Office of the First Lady  has transformed in the digital age. In sharp contrast to predecessors like Lady Bird Johnson and Laura Bush, Obama’s tenure has coincided with the steep rise of social media. As young people increasingly turn to their smartphones as a primary news source, Obama has assembled a think tank of strategists, communications directors and managers who carefully craft her image as equal parts passionate and pop-culture savvy.

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About the Author

Kwame Opam is the news editor at The Verge.

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